Web. 3.0: The Rise of the Mobile and Application Era
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Presented at the Future of Digital Marketing in London, June 15, 2011. How mobile delivery, application design, and semantic data are remaking the online experience.
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Web. 3.0: The Rise of the Mobile and Application Era
- 1. Web. 3.0:The Rise of the Mobile and Application Era Dave Wieneke@usefularts
- 2. In an Attention Economy 2 “ ” Freedom is Conceptual Space.
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- 7. Dave Wienekehttp://www.usefularts.us@usefularts Published Tech Magazines, Ran start-ups & two .govs Christian Science Monitor Thomson Reuters IP Legal Sokolove Law Dave Wieneke – www.usefularts.us
- 8. Today’s Flight Plan Next Web in a Nutshell Drivers: Delivery, Design and Data Change to Business Marketing’s Ascent http://www.foreflight.com Dave Wieneke – www.usefularts.us
- 9. 9 “ Revolution is measured in behavior. ”
- 10. What We Need Has Changed. Dave Wieneke – www.usefularts.us
- 11. How About a Scarcity of “Social” Connections? Dave Wieneke – www.usefularts.us
- 12. 12 “ Content Was Never King. Helping Your Audience is King. ”
- 13. Easy Technology to Get Stuff Done Dave Wieneke – www.usefularts.us
- 14. Old: Content Economy Creation Tools Rule 14
- 15. New: Attention Economy Smart consumption and execution of content. 15
- 16. New Digital Products as Marketing 16
- 17. Relationship Pipes for Manufacturers Dave Wieneke – www.usefularts.us
- 18. InformationTransfer PersonalCommunication Application Experience Used with permission from Miko Coffey Dave Wieneke – www.usefularts.us
- 19. Three Huge Waves 19 Mobile DeliveryUbiquity & Context Application DesignUser Experience Integrated Data Interoperability
- 20. 20 Mobile Delivery Ubiquity & Context
- 21. Marketing Will Start With Mobile 21 6.9 Billion People 5.2B have mobile phones Only 1.6B have TVs 1.0B have cars 1.2B have PCs
- 22. SMS: 3x, 200k / @14k/sec, 12% 22
- 23. End of PC Dominance IDC & Gartner show PC sales eroding (4.8-6.6%) Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year. Smart Phones to Out Ship PC’s in 2012. (Meeker) Smart Phones to out consume PC’s in bandwidth 2013 (Gartner) http://online.wsj.com/article/PR-CO-20110112-907810.html http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646 Dave Wieneke – www.usefularts.us
- 24. “Mobile Only” Segment on 56x Growth Path 24 http://brunocullen.wordpress.com/2011/01/10/cisco-visual-networking-index-global-mobile-data-traffic-forecast-update-2009-2014/
- 25. Audience Desire is Leading Publishers 120 ~120MM+ Mobile Internet iPhone + iTouch + iPad Launched 6/07 100 Desktop Internet Netscape* Launched 12/94 80 Subscribers (MM) 60 Mobile Internet NTT docomoi-mode Launched 6/99 ~32MM 40 Desktop Internet AOL* v. 2.0 Launched 9/94 ~27MM 20 ~9MM Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomoi-mode AOL Netscape Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). Source: Company Reports, Morgan Stanley Research Data as of CQ3:10 Morgan Stanley Dave Wieneke – www.usefularts.us
- 26. App Sales Opportunity: $150 Billion by 2014 Gartner projects mobile app sales: 2010: sales topped $5.2bn 2011: explosion to $15.1bn. It expects total 2014: Exponential growth to $150bn Stephanie BaghdassarianResearch Director at Gartner = $65Bn annual sales. = $62Bn annual sales. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686 Dave Wieneke – www.usefularts.us
- 28. The Best Digital is Pageless 28 PERSON Personalization
- 29. Design Is Highly Interactive 29 User UX Bar is Headed Up
- 30. Remake Business 30 http://www.retailtouchpoints.com/cross-channel-strategies/690-starbucks-disney-and-guess-up-the-ante-with-mobile-pos.html
- 31. The Automotive Dealing Desk of Death 31
- 32. Stay in the Car! 32
- 33. Pick Platforms to Start 33
- 35. Data is the New Oil Of Commerce 35
- 36. Old: content to delivery model Content Enrichment is Ongoing Write Post Archive New: content enriched toward app experience Enrichment Analytics Post Programmatic calls,behavioral enrichment Tagging, auto links,production enrichment Write Delivery Dave Wieneke – www.usefularts.us
- 37. Platform Reality: Top 10 Sites Consolidate Traffic 100% 75% 50% 25% 0% 2001 2006 2010 Source: Complete data presented in Wired Aug 2010 Dave Wieneke – www.usefularts.us
- 38. Platforms are the New Networks (Think Like a Broadcaster) Netflix22% of all prime time fixed line traffic. USC Center for the Digital Future Online TV / Video Consumption to Skyrocketto 50hrs per week. Dave Wieneke – www.usefularts.us
- 39. 39 Google940 MM Users +11% YY
- 40. 40 Facebook 620MM Users+51% YY
- 41. Platforms Trumping Sites 41 Starbucks FB gets 12x Its Brand Site Traffic
- 42. Platforms Will Organize Online Alliances Web 3.0 Utilities<identity, payment, analytics, advertising> Communications< IM, Voice, Video, Social> Centralization<audience & API> Customer Loyalty to Platform Dave Wieneke – www.usefularts.us
- 43. Voice Splits From the Phone 43 Integration of calling tosocial channels expands addressable ad inventory. http://adage.com/article/digitalnext/forget-post-pc-post-phone-era/228022/
- 44. 44 The future will not be a faster bigger version of today.
- 45. Barrier of Entry Helps Larger Players 45
- 46. Web App or Native App? HTML5 can provide app-like, non page experiences without platform dependencies. Accessibility, Speed, Cost, Data, Familiar.Native Apps retain some device advantages. Got Flash? My Marketing is Dave Wieneke – www.usefularts.us
- 47. Web Apps Are Not Censored With great integration comes decreasing privacy and control. Dave Wieneke – www.usefularts.us
- 48. There is a Low Range for App Development 48 Self reported by contractors on “They Make Apps”
- 49. Marketing Sets the Stage 49 Why Who The launch plan is critical.
- 50. Digital marketing is reaching escape velocity 50
- 51. 51 Digital business extends through the firm Email Bi/AnalyticsWeb CMSCRM Mobile Apps Community
- 52. “ ” Put your best people on mobile. - Eric SchmidtChairman, Google Dave Wieneke – www.usefularts.us
- 53. Put Yourself on Mobile Dave Wieneke – www.usefularts.us
- 54. ThanksLinks & Info Grids Online atwww.UsefulArts.us Tweet: @usefulartsEmail: strategy2.0@gmail.com Special thanks eConsultancyfor access to research,Peer Summit discussions, and their online community.
- 55. Especially Influential in US 55 Top 5 iPad countries Top 5 Android countries Source: AdMob
Notas del editor
- All the data presented in this is posted online as a PDF. I don’t think you get to be credible talking about the future without first sharing a good take on the trajectory of the present.15 years – ubiquitous.
- Ubiquitous and unstructure….many of its business forms and use cases are still coming in to focus.
- I help companies find the must-win battles that will change their businesses online, and then configure to get their first.
- Behavior is driven by appitite.Supply and demand can change appitite
- IN BOX - Thisis why CMP is dying.
- Do You Need to Discover More Relationships?Do You Want Technology to Help You Get Stuff Done
- The New promise
- Experience and Attention. (trans. Technology Changes…)
- “Relationship pipe” to owners.Improve ownership experience.Streamline service orders.More active two way communication.See how manuals are really used.Sell position to related services.Potential future interactions with auto telemetry.
- Introduction of systems allows two way communication,
- Not just smart phones….mobile is huge.
- I’ll suggest the over lap of employed people and mobile phone owners correspond closely.Considering some of those without phones are babies, or live in the 10% of the world not covered by signal, this is impressive!
- SMS Tripled in Four Years (1.8T to 6.1T)That’s 200,000 sent / second. Or at an average cost of .07/ $14,000 per second.China’s largest telecomebooks SMS as 12% of their revenue. CTR ranges from 5% - 25%. Calvin Kline is an example.
- This is the first time in thirty years that a non-wintel product has eroded PC market size. Pandora – 40% of traffic goes to mobile only users.
- Cisco Predicts: Mobile Only Internet to globally from 13M in ‘10 to 788M in ‘15.North America: 2M to 55M.Asia Pacific: 2M to 420M
- In 2006 17% of pages in Japan were served on mobile device, today that’s 84%, and only 16% are desktop. – If you care about mobile, this chart is profound. Apple changed the game with iPod, offering a vertically integrated solution which married hardware, software and content into one seamless ecosystem. Apple's iPod caused a major disruption in the marketplace. iPhone and iPad are driving a larger trend, but I’ll share specific data on these devices later in the presentation.
- This would put it on footing with GE’s current sales level. GE is 157M rev today.
- Recall Your Purchase History / Make Lists.Submit order for drive through pick up.Map item locations.Provide offers targeted to current intent.Pay via Near Field Communication.One in 5 star bucks purchases are via Starbucks card. 1/3 of its customers use smart phones.Starbucks mobile payment is via a card token.Provides client level purchase preference data
- Convenience, Connection and Consumption.
- CITA – wireless assoc. MOU to be passed by texts.Nielsen: teens 21x more text messages. (leads all demos under 50).Over ¼ use mobile for social.
- Behavior is driven by appitite.
- UX, AJAX providesasynchJavascript.
- I frequently see enterprise apps in the 50k – 100k range.
- Figure out the Why for your business. (Why this helps make money.)The look at the Who, audience research will define the how.The launch plan is critical.
- Unprecedented leadership. Integrate – DIGITAL BUSINESS
- Capability | Creative | Commerce
- Talk About Reuters.
- Of course, that means YOU!